Twinings launches long-term 'But First, Tea' campaign and refreshes packaging

Twinings has launched But First, Tea, a new long-term brand campaign that positions tea as an active everyday choice. The campaign highlights a range of infusions, including Sleep, Glow, Digest and Moment of Calm, as well as the Sparkling Tea collection. This initiative aims to encourage consumers to see tea as a go-to beverage for various moments in their daily lives.^[1]

The campaign will be promoted through a variety of channels, including television, outdoor media, paid social media, retail media and creator content. In addition, Twinings will refresh the packaging for part of its green tea and infusions range, giving the products an updated look.^[1]